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3 Introduction 1 This report includes an update of ad blocking data presented in Its reach covers over 60 markets worldwide and it has been followed up with estimated values of display advertising and the e-commerce market values.this study has been run by OnAudience.com, a part of Cloud Technologies group, and supported by the PHD Media Direction, a part of Omnicom Group, to show the scale of ad blocking and raise awareness of this issue in the entire industry, as well as present the impact of ad blocking on the e-commerce market. This study includes: 1. comparison of key market research concerning the scale of ad blocking, 2. display market value and estimated loss due to ad blocking, 3. e-commerce turnover generated by ad blocking users. This study focuses on: 1. measured data, instead of reported data in order to eliminate unaware ad block user, 2. page views, instead of unique users in order to show real impact on on-line advertising, 3. web traffic, including desktop and mobile browsers. Blocking on-line advertisements is a complex phenomenon that affects the business models used by on-line publishers. In particular, on-line ad blocking contributes to an erosion of publishers revenue and consequently undermines the sources of funding of the content published or the services provided. In the long run, it can lead to a consolidation of the online advertising market and thus cause a significant change in the way operations are funded, particularly those run by local publishers. OnAudience.com has an on-line ad serving system that is resistant to ad blocking plugins ( UnBlock ). It simply encapsulates all the communication and is fully transparent for currently used ad systems. The solution successfully handles all common advertising formats, including HTML5, Rich Media and Video creatives. For publishers, it reclaims the lost revenues. For users, it keeps the Internet free of charge.

13 Impact on e-commerce 11 Herewith estimated data concerning the turnover in the e-commerce segment and the value of users who block on-line advertising. Special attention should be drawn to the growing participation of users who block on-line advertising in the subsequent stages of the ordering process. Visitor is a person who is entering online store. In Europe 32% of page views are generated by Visitors using adblock plugins. 32% Shopper is a person who has started purchasing process in online store. In Europe 34% of page views are generated by Shoppers using adblock plugins. 34% Buyer is a person who purchases in online store. In Europe 38% of page views are generated by Buyers using adblock plugins. 38% > $2,000 B global e-commerce turnover > $600 B global turnover by ad blocking users

15 About Method 13 On-line ads are blocked by software, which can work on different levels. However, the software is most often installed as a plugin to the web browser which verifies: 1 2 internet domains and blocks traffic from known sources of on-line advertising (e.g. adservers), the content and hides elements typical for on-line advertising (e.g. keywords, image dimensions). OnAudience.com owns a data management platform and collects anonymous information about on-line user behaviours. OnAudience.com analyses data generated on the Internet by over 3 billion devices, and then uses it to profile users and target on-line advertising. Definitions Unique User UU, Unique User, is a user identified through a cookie file or a similar technology. Page View PV, Page View, is a view of a website calculated on pixel requests or similar technology. Sources Display market value has been estimated on PHD Media Direction internal data with support of emarketer and Adex publicly available data. E-commerce turnover has been estimated on data published by E-commerce Foundation.

16 About OnAudience.com 14 For advertisers and publishers OnAudience.com is the only platform that successfully converts blocked impressions and Big Data into revenues. Unlike other platforms, OnAudience.com provides comprehensive services and products that effectively enriches and monetizes your data. OnAudience.com provides Big Data tools and services for on-line marketing on over 40 markets in Europe and North America. The company has one of the largest 3rd party data sets in the World that consist of over 3 billion user profiles. OnAudience.com integrates data management, including DMP and Data Exchange with programmatic buying, including DSP and Mailing Exchange. It is a tailor made solution for performance marketing focused on prospecting customers and e-commerce platforms. OnAudience.com is a part of Cloud Technologies S.A. group, one of the fastest growing companies in Europe. Cloud Technologies S.A. is the online advertising leader in the segment of Big Data CloudComputing. The company has unique competencies in optimizing advertising campaigns based on automated media buying (Programmatic Buying, Real-Time Bidding).

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